Recognized for her Golden Globe-nominated performances and her starring role in the Netflix cultural phenomenon Emily in Paris, Lily Collins has become an iconic voice of contemporary style. Having lived and worked across Europe, from Paris and Italy on screen to London's West End on stage, Collins brings an authentic and vivid understanding of European style and its many nuances. Known for her expressive approach to dressing both on and off screen, Collins blends high fashion with everyday style, championing individuality and confidence in what you wear. Beyond acting, Collins has long advocated for open conversations about authenticity and self-expression as the author of the international bestseller Unfiltered, values that lie at the very heart of Zalando.
Zalando has named Lily Collins as its first global brand ambassador for 2026. The year-long partnership will span two major campaigns, select editions and key fashion moments, and will launch with the Spring/Summer 2026 'What Should I Wear?' collection. Campaign. Collins will bring her expressive and individual style to reinforce Zalando's position as a trusted partner in everyday style across Europe.
The year-long partnership will span two major campaigns, along with additional content productions, select product edits on Zalando, press engagements and participation in key moments on the fashion calendar, bringing its instinctive and expressive approach to style to 'What Do I Wear?' from Zalando.
James Rothwell, senior vice president of marketing at Zalandosays: “We are delighted to welcome Lily to Zalando as our brand ambassador for 2026. She embodies confidence and creativity with a natural and instinctive connection to fashion. Through this year-long partnership, we will celebrate grooming as an empowering everyday moment, while reinforcing Zalando's role as a trusted style partner for our customers, from the little things that shape every day to life's big milestones.”
lily collins adds: “For me, fashion has always been about more than clothes – it's about how I express who I am in that specific moment. I love that my partnership with Zalando is based on the question we all ask ourselves every day: 'What should I wear?' It's not just about the big red carpet moments; it's about feeling like yourself on a normal day. As Zalando's first global ambassador, I am excited to explore individuality and confidence, celebrating the many ways personal style comes to life across Europe.”
The year-long partnership will launch with Zalando's Spring/Summer 2026 campaign, in which Lily will give her own take on an everyday style question: “What should I wear?” Building on a legacy of culturally resonant campaigns starring global talent, the partnership with Collins represents the natural next step in the evolution of the 'What Should I Wear?' campaign. creative platform: continues Zalando's mission to help solve the universal style dilemmas people face every morning, from summer weddings to job interviews.
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Fiber2Fashion News Desk (RM)
